Sapper Consulting Blog

MSP Lead Generation: Stop Losing Business to the Shop Down the Street

By Ryan Myers on Aug 22, 2017 1:00:42 AM

So I have good news and bad news.

If you are reading this, you probably are being outsold by a competitor. That's the bad news.

The good news is that this does not have to be a permanent (or even semi-permanent) condition. In fact, by making a few changes to your sales methodology and incorporating some MSP lead generation tactics, you can start eating away at their advantage right now.

Below are 4 things to STOP doing to catch and surpass your competition.

According to a study published by Gong.io (a startup that helps you convert more of your pipeline into revenue by shining the light on your sales conversations) "Tire Kickers Use More Positive Language Than Buyers".

And, conversely, according to the study, "positive sentiment levels gradually decline as a deal progresses through each opportunity stage, drawing closer to the finish line".

So, if you are in a situation where a buyer seems a little too positive, might be time to ask some tougher questions. Gong.io recommends, “What obstacles and reservations need to be resolved before we move on to the next step?”

2a) Stop believing that salespeople should be making cold calls.

They should not. There's a reason so many successful companies have differentiated the activities of closing deals and prospecting. Sales people should spend time closing deals. That's what they're great at and it's where you get the best return on their time. Appointment setting is a completely different animal.

Our MSP clients receive at least 5 quality opportunities per month. Many of them close deals and achieve positive ROI exceptionally quickly. There are many others like us in the space. Are there some bad eggs? Sure, but when you find the right partner, it can change your business.

The point being: outsourcing appointment setting can be done, it can be done well, and it can materially (and quickly) impact your bottom line.

3) Stop trying to build rapport at the MIDDLE OR END of sales calls.

According to a similar Gong.io study, "the best salespeople build rapport early on in their sales calls compared to their peers." This is critical as it implies that worse performing salespeople are making small talk during the middle and at the end of calls potentially derailing important, continuous business conversation.

Bottom Line

The MSP space is competitive, and, as is the case with any competitive industry, sales effectiveness plays a key role in determining winners and losers. By separating yourself from some of the above beliefs, you can move yourself further into the winners column.